Starbucks, one of the most famous coffee brands in the world, rolls out its holiday merchandise every year, just before the Christmas vibes set in. Launched on November 6, the Starbucks ‘Bearista’ cup has flown off the shelves. Priced at $29.95 (Rs 2659), this teddy-bear-shaped glass tumbler has become the hottest-selling holiday merchandise.
The brand loyalty and the trend-savvy audience have lined up outside Starbucks stores in the US at 4 AM to procure this coffee cup. With limited supplies in selected outlets, it led to physical fights, arguments, and the Internet was there for it all. The high-velocity sales even led to users comparing the cost of purchasing the viral Starbucks bear cup to the minimum wage. Considering the price of the cup, an average Starbucks drink, and including the tax, a netizen found this to exceed the $7.25 per hour wages.
Making headlines for the bizarre sensation, this cup had the internet frustrated, divided, and baffled. A user wrote, “Starbucks turned a $30 mug into a midnight brawl bait, congrats on weaponising caffeine addicts while your baristas dodge flying fists.”
Cultural phenomenon or over-consumption?
As several social media trends bash the materialistic over-consumption debate, several users even feel that such limited releases quickly become a cultural phenomenon. “Pure cultural phenomenon driven by scarcity and social proof. Starbucks nailed the hype with that adorable bear design,” a user added.
“It’s honestly wild how something as small as a cup can cause so much chaos. Shows how deep consumer culture runs now. People equate owning limited stuff with happiness. Starbucks might apologise, but maybe it’s time we all rethink what’s really worth fighting for,” added another netizen. “Starbucks just proved the FOMO model works perfectly. Apologies don’t restock the shelves; better planning is required for these unexpected demand spikes,” read a social media post lashing out at the brand.
As netizens couldn’t stop recalling limited edition sneaker launches, the viral Stanley Cup, and Beanie Babies while others pointed out similar products.
Starbucks issues apology
No, this was not just a brand apology trend. But did it read like one? The Internet seemed divided.
After countless brawls and violent clashes among customers over the viral Starbucks bear cup, the coffee giant issued a formal apology.
“The excitement for our merchandise exceeded even our biggest expectations,” a Starbucks spokesperson told the New York Post. “Despite shipping more Bearista cups to coffeehouses than almost any other merchandise item this holiday season, the Bearista cup and some other items sold out fast,” they added. “We understand many customers were excited about the Bearista cup and apologise for the disappointment this may have caused.”
